Monster Not Mashed: How Organizes Branded Content Site as a Newsroom

It's not news that social media has made everyone a publisher. Many brands are running quasi-newsrooms. We profiled a few years ago the newsroom-like set-up at Monster. Its then-chief, Margaret Magnarelli,  offered best practices concerning publishing messages and raising awareness via a branded content newsroom. She's now executive director, growth marketing, Morgan Stanley.
Value Creation
Margaret MagnarelliMorgan Stanley

The main goal of the branded content area at Monster, titled Career Advice, is “to create value” for job seekers who visit, said Margaret Magnarelli, who was managing editor, content, at Monster. In addition, she said, value-laden content “is a differentiator” for the site and positions “us as subject-matter experts…we have something to say, not just something to sell…we want people to come [to Monster] for the content and stay for the jobs.”

It’s critical, she said, that Monster is “very clear and transparent” about being a branded content site. For example, a link to airline jobs on Monster follows a recent story about an expected surge in hiring in the airline industry. A profile of companies with excellent paternity leave policies contains multiple links to Monster’s job listings for those companies.
The brand’s goals for the site's content—some 10 to 15 stories weekly, plus videos and podcasts—are to raise awareness of Monster and measure results.


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